A Diamond Is Forever. Or Is It?

Some people say dogs are a man's best friend and diamonds are a girl's best friend. I beg to differ. Yet, it is undeniable that diamonds have become an essential part of the engagement ritual. To me (a guy), this is a nightmare. Thank you, De Beers.

Image from De Beers.   

De Beers, founded by British Businessman Cecil Rhodes in 1888, has now become a leader in the diamond industry. In 1947, De Beers published the slogan, "A Diamond is Forever". These four simple words have changed the face of the industry ever since. Indeed, the tagline was so successful that it was named by Ad Age as the slogan of the century in 2000.

As a guy, I would have to admit that I do not know anything about diamonds. So I set out to explore the company website to obtain more information on the knowledge of diamonds. Good practice for the future I suppose.

Homepage of De Beers

The website is clean and easy to navigate. For instance, there are five menu options. 3 of them are intended for browsing products (Engagement, Jewelry and High Jewelry); De Beers Difference is for education; and Moments in Light is a collection of photos of talented women with De Beers diamonds by Mary McCartney.

To me, the design of the website demonstrated that they clearly understand the purpose of it. I has dedicated a section specifically for people (especially guys) like myself who are in search of information and knowledge about both the company and diamonds in general. In addition, a video series is included to explain in details how to choose a diamond. I now know the 4Cs of diamond: Carat, Color, Clarity and Cut (Not Customers, Company, Competitors, Collaborator and Context. For all fellow marketers). In essence, size is not the only thing that matters.

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Screenshots from iPad Mini v.s. iPhone 6 Plus

While I learnt to become a diamond expert on their website, I had to move across different platforms to browse those contents. The website is responsive, offering a consistent yet unique experience across different platforms. However, it was not perfect. As I adjusted the window smaller, the words started to cover those images

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Screenshots from desktop site (Mac OS)

Nevertheless, the visual elements on the website are simple and with a focus on the diamonds. Photos are large and beautiful. Typography portrays the same simple yet elegant representation of the brand.

Of course, after all the education, you have to buy it. Since diamond is a big-ticket purchase, I would definitely want to see it in person. The website has also conveniently placed the store locator in the top left. In essence, I like the website design.

Archetype from how to fascinate

Another aspect that I resonate with De Beers is the brand personality. In my previous post, I discovered that I fascinate primarily with Prestige. Similarly, De Beers' diamonds strive to be the best in both the quality of diamonds and the artistry of it's diamond jewelries. It can be said that the brand fascinates with Prestige as well. In addition, "A Diamond is Forever" uses Passion to connect with the consumer. It has almost made diamonds synonymous with engagement and wedding.

Chemically, diamond is the hardest substance on earth. However, De Beers has successfully made it touch the softest place of our heart. I would have to take back my words from the beginning of the post. The experience of acquiring information and knowledge from De Beers has turned my nightmare into a fantasy.

Indeed, a diamond is forever. But definitely not this one.

Photo of Yuwan

Thank you for taking a bite!

James